More Opinion articles

Engagement through rage can drive users away. Smart platforms will attract those seeking more positivity, providing advertisers with greater environments to spend.

The industry has been over-reliant on cookies for too long. But they’ve become a distraction while larger, more damaging practices have continued unchallenged. It’s not really about cookies — it’s about privacy.

Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach. 

Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours. 

Fame used to be rare and centralised but now, thanks to social media, fame is everywhere. But it’s also fragmented and hyper-targeted. How do brands break through in this new world?

TV viewing and reach have declined as UK broadcasters slashed spend on home-grown premium content. But could a new production powerhouse come to the rescue?

Given podcast listeners are typically attentive and engaged, this medium allows advertisers to connect with receptive audiences. Yet podcast advertising only represents 0.2% of total ad budgets. Now is the time for podcasts to truly shine. 

As an industry, we prioritise empty platitudes over tangible policy. Remote working is vital to levelling the playing field for diverse talent — why are we pretending otherwise?

It’s not a question of if but when you decide to give up on your principles. Nothing will get brands, big or small, to leave Meta. 

Brand lift provides a truly holistic picture of campaign performance — here’s how to get the best from the data.